Was ist Marketing?- Markt und Marketing -- Kaufverhalten -- Marktforschung -- Marktorientierte Unternehmensstrategie -- Wettbewerbs- und Marketingstrategie -- Markenmanagement -- Produktpolitik -- Vertriebspolitik -- Preispolitik -- Kommunikationspolitik -- Marketing und Gesellschaft.

Purpose: Firms transforming from a product supplier into a solution provider need to develop entirely new organizational capabilities or re-configure existing ones. This paper aims to conceptualize solution business fitness (SBF) as a construct that captures comprehensively the capabilities...

Purpose: There is limited insight concerning a firm’s remedy choice after a product recall. This study aims to propose that failure severity and brand equity are key antecedents of remedy choice and provides empirical evidence for a non-linear relationship between pre-recall brand equity and...

Purpose: As crises are largely perceptual, the deeper the understanding is of how stakeholders perceive crisis situations, the more effectively corporations can target their crisis communication messages. The purpose of this paper is to investigate how different stakeholder groups process...

Purpose – The purpose of this paper is to examine the value‐relevance of corporate reputation during times of crisis. The paper seeks to extend the view beyond the traditional focus on the cognitive component of reputation, shed light on its affective component, and integrate the perceptions...

A growing body of research examines the formation of employer reputation. One potential driver is media coverage. Using content analysis data for media coverage and survey data, this study examines different dimensions of media coverage, namely, social and functional news and their impacts on...